Ride sharing adds 2.6 vehicle miles to city traﬃc for every one mile of personal driving removed. That’s an increase of 160%.
UberPOOL, Uber Express POOL, Lyft
@axbom
http://www.schallerconsult.com/rideservices/automobility.htm

Ride sharing adds 2.6 vehicle miles to city traﬃc for every one mile of personal driving removed. That’s an increase of 160%. Ride-sharing apps actually make traﬃc in cities worse. UberPOOL, Uber Express POOL, Lyft
Optimising a broken system can make the system even more broken.
@axbom
http://www.schallerconsult.com/rideservices/automobility.htm

Bias is the tendency to have an opinion, or view, that is often without considering evidence and other information.
Biases are a human trait, and can be a weakness. As designers we are not learning about human weaknesses so that we may exploit them.
Our job is to remedy them. @axbom

@axbom

@axbom
https://twitter.com/i_anic/status/1039127723388612609

A higher conversion rate
is not equivalent to “better for the person”
@axbom

Ask a psychiatriﬆ
@axbom

Someone is always trying to push you to do something.
It’s a global experiment with non-consenting participants. @axbom

“UX is about putting people firﬆ”
@axbom

Why do we keep messing up?
@axbom

Right Wrong
What we do
D
Wrong
Right
How we do it
@axbom

Right Wrong
What we do
D
Doing the wrong thing the wrong way
Wrong
Right
How we do it
@axbom

Right
D
Wrong
What we do
Doing the right thing the wrong way
Doing the wrong thing the wrong way
Wrong
Right
How we do it
@axbom

Right
Doing the right thing the right way
D
Wrong
What we do
Doing the right thing the wrong way
Doing the wrong thing the wrong way
Wrong
Right
How we do it
@axbom

Right
Doing the right thing the right way
D
Wrong
What we do
Doing the right thing the wrong way
Doing the wrong thing the wrong way
Doing the wrong thing the right way
Wrong
Right
How we do it
@axbom

With more eﬃcient tools we can work much faﬆer.
@axbom

With more eﬃcient tools we can work much faﬆer. So a lot of people are getting much better at doing the wrong thing.
@axbom

Raise your hand and take it down only when you hear a ﬆatement you do not agree with.
✓ I have lied. ✓ I have lied to someone I care about. ✓ My parents told me it is wrong to lie. ✓ I believe I will continue to lie.
@axbom

Understanding You do not have a full understanding of the system at play @axbom

Health You are not taking care of yourself @axbom

You are too tired. You are letting others make decisions for you. You are putting too much trust in the tools you are working with. You are out of time. @axbom

@axbom

@axbom

@axbom

4 out of 20 users could not find the search function on the website.
@axbom
https://www.nngroup.com/articles/decision-framing-cognitive-bias-ux-pros/

4 out of 20 users could not find the search function on the website. 16 out of 20 users found the search function on the website. Practitioners who saw the finding described as the failure rate were 31% more likely to believe the design needed to be redesigned.
@axbom
https://www.nngroup.com/articles/decision-framing-cognitive-bias-ux-pros/

A loading time of 3 seconds or more leads to 40-50% of users abandoning their shopping cart.
@axbom

A loading time of 3 seconds or more leads to 40-50% of users abandoning their shopping cart. A loading time of 2 seconds or less means X% buy ﬆuff they don’t really want or need.
@axbom

A loading time of 3 seconds or more leads to 40-50% of users abandoning their shopping cart. A loading time of 2 seconds or less means X% buy ﬆuff they don’t really want or need. A loading time of 3 seconds or more allows X% to make a considered purchase decision. @axbom

How you frame the problem may indicate if you are humancentric or organization-centric. We muﬆ ﬆop people from abandoning their shopping cart.
@axbom
We muﬆ assiﬆ people in making a relevant purchase-decision.

Trend number 9. Digital Ethics and privacy Consumers have an growing awareness of the value of their personal information, and they are increasingly concerned with how it’s being used by public and private entities. Enterprises that don’t pay attention are at risk of consumer backlash. Conversations regarding privacy must be grounded in ethics and trust. The conversation should move from “Are we compliant?” toward “Are we doing the right thing?”
@axbom

Ethics
“We are what we repeatedly do. Excellence then, is not an act, but a habit.”
Aristotle @axbom

Ethics
“We are what we repeatedly do. Excellence then, is not an act, but a habit.” “Women are deformed males.”
Aristotle @axbom
“A proper wife should be as obedient as a slave.”

We talk a lot about empathy in design but we rarely talk about how empathy itself is prejudiced. Empathy is why we like family and friends and people like ourselves, and are skeptical about others. @axbom

@axbom

Ethics is not a great map if we can’t always truﬆ it and have a hard time agreeing on what it means. @axbom

why?
call for ethics
@axbom
why?
people are being harmed
why?
the harm is invisible
the harm isn’t evaluated

why?
call for ethics
why?
people are being harmed
why?
the harm is invisible
the harm isn’t evaluated
Measure and evaluate how people are being harmed by your solutions. @axbom

WHO could be harmed? (traits) People who want to keep their location a secret
WHAT could happen? (impact) Stalkers could find them and harass them / hurt them
HOW harmful would that be?* MINOR
MAJOR
HOW much is our fault? MINOR
MAJOR
HOW likely is it to happen? MINOR
HOW vulnerable is this group of people? MINOR @axbom
MAJOR
(burdened)
MAJOR

@axbom

Makes things worse when people are excluded, ignored and don’t feel safe. So, not a great tool for liﬆening. @axbom

We value your opinion! Would you be willing to answer a few questions? Yes
No
Online surveys are a terrible way of liﬆening. Moﬆ people who find it diﬃcult to answer online surveys are the marginalized, burdened people you are already ignoring. Online surveys give privileged people even more space.
@axbom

Discover
Define
Develop
Deliver
Alastair Somerville: How do we design for divergence & diversity if convergence is the goal?
@axbom
https://medium.com/@acuity_design/how-do-we-design-for-divergence-diversity-if-convergence-is-the-goal-fb31e0946b6c

Moﬆ projects keep building for the average person. @axbom

”Let’s find something that is common for most people and build for that.” @axbom

The lack of crash teﬆ dummies with female body types means women are 70% more likely to be moderately injured in car crashes, 45% more likely to be seriously injured and 15% more likely to die.
@axbom
https://www.washingtonpost.com/local/traﬃcandcommuting/female-dummy-makes-her-mark-on-male-dominated-crash-tests/2012/03/07/gIQANBLjaS_story.html?utm_term=.1c263f679e89

The lack of crash teﬆ dummies with female body types means women are 70% more likely to be moderately injured in car crashes, 45% more likely to be seriously injured and 15% more likely to die. When you design for average — marginalized and burdened people get hurt. @axbom
https://www.washingtonpost.com/local/traﬃcandcommuting/female-dummy-makes-her-mark-on-male-dominated-crash-tests/2012/03/07/gIQANBLjaS_story.html?utm_term=.1c263f679e89

People who are already burdened and unfairly marginalized are the ones who are moﬆ likely to be hurt by your design. Rational compassion can be considered a much more reliable guide to moral behavior than empathy.
@axbom

We liﬆen.
@axbom

Technology is an enabler for communication between people and empowers humans.
Unless we make it a disabler. This happens if we don’t find out if people are being harmed. And act on that information. @axbom

THE INCLUSIVE PANDA
People who benefit from the solution but no effort is placed into designing for them.
excluded
unwanted participants
included People who manage to use the solution anyway but could be thrown out any time. The people you are intentionally designing for, measuring and following up on.
@axbom
(non-participants)
People you do not want using the solution. They could get hurt, or they could hurt others.
People who manage to use the solution anyway, putting themselves and others at risk. A segment of the people you are intentionally designing for but who are still experiencing negative impact.

@axbom

@axbom

We should add pink cupcakes as a measure of calories burned when walking.
@axbom
Hang on, I’m concerned about the impact of this decision. I may be wrong, but….

@axbom
Alternative paths
Short term / Long term
Addictive cycles
Coﬆ consideration
The Other Story
Reputation and truﬆ

We say work with human-centric design. Ensuring human safety is our responsibility. It’s why we go to work.
@axbom

We say work with human-centric design. Ensuring human safety is our responsibility. It’s why we go to work. If our profession is built on human safety and we are failing to deliver, then how do we claim our right to be taken seriously? @axbom

Let’s make sure our maps and tools can evaluate and identify negative impact.
do the right thing
@axbom
😀😁 ☺😐 😌😎